Calendar

August 2015

44 Club: Selling Summer

Join us on the evening of Monday 24th August for debate and drinks on the roof terrace of J. Walter Thompson as the 44 Club celebrates all things summer. The rest of the office may be away on holiday but we know you’re still working!

How to win at Cannes with Gonzalo Figari, D6

44 Club: Selling Summer

Join us on the evening of Monday 24th August for debate and drinks on the roof terrace of J. Walter Thompson as the 44 Club celebrates all things summer. The rest of the office may be away on holiday but we know you’re still working!

One Day MBA

Social Media

Everyone who feels they could benefit from a deeper understanding of the societal shifts underlying the social networking era. Typical attendees include Account Handlers, Planners, Creatives and New Business people of any level who need to become more confident devising and selling-in social media marketing proposals to clients.

Making Ideas Mobile

This workshop, delivered by marketing expert Allister Frost, will help you explore ways to improve your clients’ approach to content marketing. You’ll leave with new ideas you can put into practice with your clients so you can give them the direction they need to generate more inbound connections and unlock fresh sales opportunities.

Transmedia Storytelling

Advanced Leadership Skills

Anyone who has been told to ‘demonstrate leadership’ and who would really like to do so. Prior to the course they will all have read Shackleton’s Way, a rip roaring adventure story with excellent lessons in leadership; and filled in a questionnaire.

IPA City Event - Bristol 2015

Keeping ahead of the digital game

Content marketing for brands

LegRegs

The IPA LegRegs Certificate ensures that agency practitioners especially those interfacing directly with clients in account management are fully conversant with the legal and self-regulatory measures that determine our business.

On Trend, Off Road? The Mid-Decade Consumer

Advanced Leadership Skills

Anyone who has been told to ‘demonstrate leadership’ and who would really like to do so. Prior to the course they will all have read Shackleton’s Way, a rip roaring adventure story with excellent lessons in leadership; and filled in a questionnaire.

IPA Annual Dinner - Belfast

On Trend, Off Road? The Mid-Decade Consumer

Commercial Certificate

This qualification has been created to give future industry leaders an education in agency finance, to help with those important client conversations and to build the understanding that you need to create great work, for a great profit.

Advanced Certificate

This online qualification provides a bridge from trainee to experienced practitioner through offering participants a breadth of depth and understanding about the increasingly complex media world they operate in, through practical and recent case studies.
The new intake will commence in November 2014 culminating with an exam on 16th November 2015.

IPA City Event - Birmingham 2015

Advanced Leadership Skills

Anyone who has been told to ‘demonstrate leadership’ and who would really like to do so. Prior to the course they will all have read Shackleton’s Way, a rip roaring adventure story with excellent lessons in leadership; and filled in a questionnaire.

Eff Test Online Exam

Digital Project Management

one-day interactive course to help you understand the role of project management and different approaches, explore why project management is important, learn the key stages of project management, understand the responsibilities of a project manager and leading a project, know how to tackle project challenges, explore different tools for project managers, learn techniques for getting the best out of people, learn how to evaluate project efficiency, discuss how to gain cooperation and mutual accountability.

Mastering the art of branded content

Entrepreneurship and winning more business from your clients

Agencies are at least five times more likely to win new business from existing clients than new clients. Yet most agencies fail to approach this significant area of potential growth with the same rigour and vigour as a new client opportunity. With this in mind we have worked with JFDI to put together a fantastic day of training dedicated to helping client service teams grow their existing business.

Join us on Tuesday 11th June to mark the launch of the latest IPA thought leadership publication, The Long and the Short of it: Balancing Short and Long-term Marketing Strategies, in association with Thinkbox.

This publication is the eagerly anticipated update of Marketing in the Era of Accountability, examining the impact of timescales of effect, exploring the tension between long and short-term strategies for brands and businesses, as well as providing evidence-based recommendations on how best to approach investment in advertising.

The IPA Databank, now in its 32nd year, continues to support ground-breaking research into effectiveness. Drawing on 1,000 case studies and 700 brands in 83 categories, authors Les Binet, Head of Effectiveness at adam&eve DDB and Marketing Consultant Peter Field return to explore a vital new area: how campaign results develop over time. An issue previously identified but one which they were unable to delve deeply into for lack of sufficient data. In a world that is increasingly driven by short-term effects, what are the implications for long-term success?

A panel session will follow the presentation with industry experts that will delve further into the report and offer their own insights. Panellists will include Jane Frost, CEO, Market Research Society; Harry Davies, Head of Product Marketing, Google; Neil Mortensen, Research & Planning Director, Thinkbox. The event will be chaired by IPA Director of Marketing & Reputation Management, Janet Hull.

This event will reveal vital research, never published, which is key for agencies in planning and advising their clients on how best to approach investment in advertising, which considers both the long and short term.

Tickets cost £35 + VAT for members and £50 + VAT for non-members. Copes of the publication will be made available at the event for £25 for members and £50 for non-members. Exact change accepted only. To pre-order click here.

The event is taking place at The Society of Chemical Industry (SCI), 14/15 Belgrave Square, SW1X 8PS.

This does not include a copy of the publication, which will be an additional £25 for Members and £50 for non-members. Publication will be made available after the event.

Biographies:

Les Binet,Head of Effectiveness, adam&eve DDB

Having read Physics at Oxford, Les took an M. Phil. in Artificial Intelligence at Edinburgh University. His research there focussed on the use of computer models to study the way human beings process language. In 1987, he joined the Account Planning department at BMP, where he turned his modelling skills to the problem of measuring the effects of advertising. He is currently Head of Effectiveness at adam&eve DDB, and runs DDB Matrix, the network’s econometrics consultancy. Over the years, Les has worked for companies such as AXA, Barclays, Diageo, Heinz, John Lewis, Nestlé, Phillips, Unilever, Virgin, and Volkswagen. He has also played an important part in establishing the agency’s reputation for effectiveness, having won more IPA Advertising Effectiveness Awards than anyone else in the history of the competition.

Since 2001, he has served on the IPA’s Value of Advertising/Creativity Group, helping to promote effectiveness and evaluation in the wider marketing community. In 2004 he was elected an Honorary Fellow of the IPA, in recognition of his services to the advertising industry, and in 2005 he was Convenor of Judges for the IPA Effectiveness Awards. Les is a member of Wharton Business School’s Global Advisory Board on the Future of Advertising, and a regular columnist for Admap magazine.

Peter Field, Marketing Consultant

Having graduated from Cambridge, Peter Field spent 15 years as a strategic planner in advertising, working at DDB and AMV•BBDO, before going on to manage the planning departments of Bates and Grey. For the last 15 years he has pursued a consultancy role, as well as providing training for the marketing and communications disciplines. Over the last 30 years he has worked in most categories and on over 100 brands. In the mid 1990s, as a practitioner member of the IPA’s Value of Advertising Group, Peter advised on the development of the IPA Databank of effectiveness case study data and has been involved in its evolution and analysis ever since. In 2006 he was elected an honorary Fellow of the IPA. Published works based on the IPA Databank include: a chapter to the Sage Handbook of Advertising (2007); Marketing in the Era of Accountability, co-authored with Les Binet (2007); Brand Immortality, co-authored with Hamish Pringle (2008); The Link between Creativity and Effectiveness (since updated) which brings together the IPA Databank of effectiveness and the Gunn Report database of creativity to provide the most robust assessment yet of the value of creativity (2010). He has written regularly for WARC on effectiveness-related topics, including most recently, a review of social media effectiveness, “Seriously Social”. He regularly speaks about marketing effectiveness at conferences and educational events, including those of the IPA and The Effies.

In 2007, Les and Peter published Marketing in the Era of Accountability, a study of the factors that influence marketing effectiveness. Described by The Guardian as “compulsory reading for all serious scholars of marketing”, this research was based on the IPA dataBANK, a database of effectiveness case histories, which Les and Peter helped to design and build for the IPA.

Please note, bookings requesting to be paid by invoice will incur a 10% administration fee, and tickets will not be refunded 48 hours before the event, unless a waiting list is in operation.

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